Marriott + GoPro
A marriage made in marketing heaven.
How do we empower the next generation of travelers to share more during their brilliant stay at Marriott? Give them complimentary GoPro HERO4 cameras to test drive and document their experiences, transforming happy guests into brand ambassadors.
In a sea of travel themed stock images of piña coladas and cheesy tourists in tropical beaches, Marriott Hotels needed to stand out in social media among Millennials in Latin America. We had to do this in a way where users would identify themselves with amazing and original content, all while creating a lift and shift of Marriott’s brand perception in the region.
To do it we needed the perfect bait. An unlikely union with a brand that not only resonated perfectly with the generation, but could fill the need to capture better and shareable content. Enter Marriott + GoPro: A marriage made in travel marketing heaven.
Marriott and GoPro came together in a program that went far beyond digital, and was embedded in the hotel experience across 17 Marriott Hotels in Latin America. With everything from dedicated in-room channels to invite guests to participate, to training sessions of Marriott champions to educate guests, to a comprehensive website with original GoPro videos from real Marriott guests in Brazil, Mexico, Peru, Costa Rica, and the Caribbean.
A full social strategy was set in place across all Marriott and GoPro social channels with media amplification, that included an influencer program. We tapped into 10 social media influencers with incredible stats across the region like Colombia, Mexico, Brazil, and invited them to the #CancúnChallenge; a full week of events at the JW Marriott Cancún that showcased not only the hotel and the destination, but the amazing moments you can capture with a GoPro while at Marriott.
As the program evolved, new guests joined resulting in brilliant videos from amazing places across Latin America that they shared using #ViajeGenial #GoPro (#TravelBrilliantly).View website
We received AMAZING user generated content, which was organically amplified by guests, creating a human connection between them and Marriott. By associating with an appealing brand to Millennials like GoPro, the program became the perfect example of Marriott’s continued innovation to attract the next generation of travelers, transforming happy guests into brand ambassadors.
Beyond our guests, the World took notice…
in earned media-ad value